operationsHotels Magazine··1 min·For: Owner, GM, Investor, Ops, Revenue
Hotel Equities Converts Grand Rapids Asset to Ascend Collect
Hotel Equities and Legendary Capital are converting a Grand Rapids property into The Gerald, a soft-branded Ascend Collection hotel featuring a presidential theme and extensive renovations.
Key Takeaways
- 1Monitor the conversion of this Grand Rapids property into 'The Gerald,' joining Choice Hotels' Ascend Collection.
- 2Leverage local history and identity, such as the presidential theme, to differentiate soft-branded assets in growth markets.
- 3Capitalize on comprehensive renovations including a new retail and dining row to capture underserved upscale travelers.
Source: Hotels Magazine
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